But when it comes to loyalty cards, shoppers are increasingly finding it is disloyalty that pays.

Many have discovered – at a time when supermarkets are slashing the value of their store points – a series of ingenious tricks devised to fool retailers into thinking they have gone elsewhere.

As a result, anxious supermarkets are trying to lure them back with exclusive offers and two-for-one deals – resulting in big savings for the individual.

When it comes to loyalty cards, shoppers are increasingly finding it is disloyalty that pays. The myWaitrose card gives cardholders the right to a free tea or coffee whenever they visit a Waitrose store – crucially without having to produce a receipt to show they have bought anything

Many customers have discovered – at a time when supermarkets are slashing the value of their store points – a series of ingenious tricks devised to fool retailers into thinking they have gone elsewhere. One in four members of Tesco Clubcard – the UK’s biggest scheme – admitted to spending ‘most of their points’ not in store but on cinema tickets and even holidays

One of the most popular ways to achieve this is to switch between two cards in different names from the same store.

An exclusive survey for The Mail on Sunday by Consumer Intelligence, a customer research company, said one in four shoppers now uses this trick.

The myWaitrose card also gives consumers the chance to ‘play’ the system. Cardholders have the right to a free tea or coffee whenever they visit a Waitrose store – crucially without having to produce a receipt to show they have bought anything.

Our survey found 32 per cent of Waitrose customers admitted to taking advantage of the loophole.

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Waitrose cardholders are also able to receive 20 per cent off 10 items from a list of 1,000 goods every time they shop in store.

Households who have two cards in different names are simply using them at the same time – with the husband getting 20 per cent off 10 items at one till and the wife paying for a further 10 at another till.

The survey also revealed that one in four members of Tesco Clubcard – the UK’s biggest scheme – admitted to spending ‘most of their points’ not in store but on cinema tickets and even holidays.

One said: ‘I save up all my points for a meal out every few months. It’s much better value.’

AS STORES CUT VALUE OF REWARDS, SECRETS OF THE SAVVY SHOPPERS STRIKING BACK

Anna Malek, 29, (left) says she saves up to £500 a year by using two Sainsbury’s Nectar cards; one in her name and the other in her husband’s.

‘My partner rarely goes shopping and cashiers never look at the name on the card,’ the mother of three says.

‘I’ve found if I leave a card for a while then we will get emails with offers for more points. I spend a lot with three children, so it is useful.’

Amy Pay, from Cardiff, (right) revealed she uses her myWaitrose loyalty card to ‘play the system’ by taking advantage of the supermarket’s offer of a free coffee with any purchase.

The 24-year-old says: ‘I use my card all the time to get a coffee by buying nothing more than a 30p apple.

I would never do my whole shop at Waitrose because it’s too expensive. I normally shop in local markets for cheap vegetables, or Tesco or Lidl.’

The survey also revealed that half of loyalty cardholders are resorting to the schemes because they believe they get less value for money than they did a year ago.

Sainsbury’s has been criticised for halving the value of its Nectar points while Marks & Spencer shoppers have complained that when they buy food they are rewarded with vouchers they don’t want, such as those for fashion.

‘What I really want are vouchers to get more food but the store is trying to entice me into other areas,’ said one shopper.

Lindsay Cook, co-founder of money-saving website Money Fight Club, said: ‘Customers used to trust supermarkets but they’ll shop around. There is an element of not wanting to “give more” to the customers.’

Supermarkets could do better and they know it.

Annich McIntosh, editor of Loyalty Magazine

Annich McIntosh, editor of Loyalty Magazine, revealed that the purpose of loyalty schemes was to provide retailers with customer data – but that did not mean customers shouldn’t be rewarded.

‘Data is the Holy Grail,’ she said. ‘Several supermarkets are doing loyalty card schemes well, but could they be doing better? Of course they could – and they know that.’

Kalpana Fitzpatrick, founder of Mummy Money Matters, said ‘Loyalty cards are a marketing tool to make you spend more – and customers are wising up.’

An M&S spokesman said: ‘We’re constantly evolving and adapting according to feedback, which we’re delighted to receive.’

Waitrose said ‘MyWaitrose is a unique way of rewarding customers with things they value, like a free newspaper or a tea and coffee.’

Representative example: If you spend £200 at a purchase interest rate of 18.9% p.a. (variable) your representative rate will be 18.9% APR (variable). Credit limits and terms may vary based on your individual circumstances. Balance transfer offers and introductory fees limited to transfer made with 60/90 days of account opening. See product specific T&Cs. * must spend £1k within 3 months